Kissing Einstein - A Simple Copywriting Strategy
Read More: Copywriting Strategy From The Master Of Simple
If there is nothing else you take from Albert Einstein, remember this. He took one of the most advanced discoveries in the history of mankind, and explained it with only 5 characters. E=MC²
In the military we call this principle:
K.I.S.S…The acronym for “Keep It Simple Stupid”.
Sometimes copywriting is more about what you don’t say. Trimming the fat so to speak, to make a clear and concise point. Once you finish your copy, you should go back over it and cut out every word or sentence that isn’t necessary.
Here is an example of how to simplify a sales letter to a PPC ad.
Take a four page sales letter and cut out all unnecessary words down to one page. Cut that page down to a paragraph, and cut that paragraph down to a sentence. The one sentence that nails down the point of your sales letter is your ad.
Sale letters can go on for miles, so it is important to get your point across quickly, and efficiently. The copywriters rule of 7, says that you need 7 specific stories or examples in a sales letter to get through to you prospects. So even though that sales letter is 5 feet long, it efficiently makes the point needed as many as 7 times. With several options to opt-in or purchase.
“Gravitation is not responsible for falling in love”. Einstein
Your psychology in copywriting should be simple as well. Don’t overwhelm your readers with constantly changing emotions. I read a sales letter the other day that made me laugh, made me mad, tried to make me laugh again (too late), and then tried to scare me. If you are using a fear based headline, don’t write about ladybugs and sunsets. Keep it simple and play on a single emotion.
Copywriting Strategy is about making your reader feel what you want them to feel.
“Any intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius – and a lot of courage – to move in the opposite direction.” Einstein
Never sell your product. This is a huge mistake in marketing today. 5% of the US population actually care about the 5 W’s (who, what ,where, when, why) concerning your product. They want to know how it will help them.
Sell them a solution to their problem. Expose their pain, and offer a solution. I have never bought a bottle of Tylenol because I just wanted Tylenol. I had a headache. Sell me a way to stop my head from throbbing.
Whatever you write, make it simple to understand. The “E” in Einstein’s equation is an almost incomprehensible number. Written out E=MC² takes up 100 times more space and is 1,000 times less readable. Einstein trimmed it down to the essence of what it took to explain this phenomenon. The simplest copy possible.
With Practice, you can do this in your own writing. You can up your opt-in rates and your conversions. All it takes is a little time and patience. And the genius to think simple.
And Remember, “Imagination is more important than knowledge”. You guessed it, Albert Einstein.
Thanks for stopping by.
Chris Owen
What Stupid Simple Ideas do you have to share?
Do you have some copywriting strategy tips to share with the group? Or maybe some experience with the K.I.S.S. principle. Give ‘em up the comments box below.
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About the Author: Chris Owen
Member Since: 01/01/2010
I'm a Distributor For:: Global Resorts Network
Other Company: Chris Owen Academy
Industry: Marketing and Advertising
Primary Web Site: http://www.chrisowenacademy.com/
Twitter: thbsnssjunkie
Powerful formula!
I like how you said that you must make the read feel like you want them to feel. It's all in the power of words...
The art of copy witting
The most important thing in sales copy is the headline. You should address the problem from the start "Are you sick and tired of..."
You then need to address the concern of your market. If the problem you solve is not a big enough issue to resolve for your market you will never win.
Respectfully,
Chris Brown
818-942-5816
http://prostarprofits.com/html/mlmtip
I love this!
Hey Chris,
I can see that you have some great copywriting skills, and I appreciate your article. It highlights factors that many people over look such as the focus on one emotion.
Thanks for this buddy.
Wayne Vassell, signing out...
This is an incredibly valuable post, Chris!
I especially liked your trick for coming up with a good ad.
As far as those long sales letters…
As long as they have some headlines and bullets to break things up, they can appeal to the skimmers and the analyzers alike.
(I hardly ever read the entire letter, myself)
Thanks Josh
Yeah, people respond to things that make them feel. The best way to accomplish this is to write from personal experience. Nothing else comes close to the feelings that come from writing about something that spurs emotion in yourself.
Hey Chris
Thanks for the input Chris. You have some solid ideas there.
Perry Marshal said, "No one ever went to a hardware store because they needed a drill. They needed a hole. Don't sell me a drill, sell me a way to make a hole".
Man that Einstein guy was smart!
So are you Chris.
Thanks for a truly simple and practical article.
Thanks Wayne
Yeah, the emotional stuff is tricky. Some people take it too far and try to make too many changes in one article, sales page or whatever it may be.
I just aim to educate with what I have learned the hard way.
Thanks Derek
I know the long sales letters don't appeal to everyone. That is why it is important to get to the point quickly, and have a firm call to action early on.
Then you have to make the point a few more times for the skimmers, and fill it with customer reviews and info for the analyzers.
Just to cover all the bases, it is good to add in some bonuses.
Now you have all your bases covered for each personality type.
Thanks For Stopping By Peter
And thanks so much for your feedback. Einstein is a personal hero to me on so many levels. As former physics major, and an engineer, and then the practicality he offers for many of life's circumstances.
There is much more to Einstein than physics.
KISS Copywriting
Thanks for value. Very interesting and quite entertaining (Einstein). Thank you for sharing.
Genius!
Just yesterday I was telling someone that many people fail to find a way to COMMUNICATE and that's why they fail to create the business/life they want.
Oh the power of words!
Entertained By Einstein?
I thought I was the only one who thought Einstein was entertaining. Hmmm, I must have gotten the attention of another left brainer like myself.
It seems there are more of us out there than I originally figured.
Hey Monique
I totally agree. Communication is the key to any success, whether it be business, marriage or both in our cases.
Honestly I have to force myself to simplify my writing. I even get my wife to read over things and tell me what I over-explained sometimes. I am a detail oriented person, in a world where people want cliff notes.
You have to meet your market where they live. If you think they will change their thinking and come to you, you are destined to fail.
Simple and to the point is key
Great stuff, Chris!
Simple and to the point is key. I have to admit I haven't quite mastered this yet, but I'm working on it.
But ... I learn something about copy writing every day. Just by reading other people's blogs on a daily basis I pick up things that I turn around and apply to my own writing.